PERAN MARKETING FOOD INFLUENCER TIKTOK TERHADAP FOLLOWER ENGAGEMENT DAN PURCHASE INTENTION PARA PENGIKUT FEBRYAN DIO RAMADHAN
:
https://doi.org/10.9744/jmp.9.1.24-34
Keywords:
follower engagement, marketing influencer, purchase intentionAbstract
Populernya media sosial, serta menyatunya media sosial ke dalam kehidupan sehari-hari masyarakat membuat brand perlu beradaptasi untuk menarik minat beli konsumen atau purchasing intention. Penelitian ini bertujuan mengetahui pengaruh antara peran marketing influencer tiktok terhadap follower engagement dan purchase intention. Jenis penelitian ini menggunakan metode kuantitatif dengan teknik non-probability purposive sampling sebagai metode pengambilan sampel dan mendapatkan 286 responden dengan kriteria mempunyai applikasi tiktok, mengikuti Febryan Dio Ramadhan, dan pernah melihat konten Febryan Dio Ramadhan. Penelitian ini menggunakan SPSS untuk pengujian pilot study dan SmartPLS untuk pengolahan data secara keseluruhan. Hasil penelitian ini adalah marketing influencer mempunyai pengaruh yang positif dan signifikant terhadap follower engagement, follower engagement mempunyai pangaruh yang positif dan signifikant terhadap purchase intention, marketing influencer juga berpengaruh secara positif dan signifikant terhadap purchasei intention melalui follower engagement.
References
Annur, C. M. (2020, Mei 18). Pengguna Tiktok Naik 20% Selama Pandemi, Terbanyak Konten Edukasi. From KataData: https://katadata.co.id/ekarina/digital/5ec2245aa8bc7/pengguna-tiktok-naik-20-selama-pandemi-terbanyak-konten-edukasi
Argyris, Y. A., Wang, Z., Kim, Y., & Yin, Z. (2020). The effects of visual congruence on increasing consumers’ brand engagement: An empirical investigation of influencer marketing on instagram using deep-learning algorithms for automatic image classification. Computers in Human Behavior, 112, 106443.
Brodie, R. J. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14, 252-271.
Brown, D., & Hayes, N. (2008). Influencer marketing. Routledge.
Castillo, D.J. & Fernandez, R.S. (2019) The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management. 49, 366-376.
Childers, C. L. (2019). Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 3, 258-274.
Dwidienawati, D. T. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6, 19.
Farook, F. S. (2016). Influence of social media marketing on customer engagement. Internatio-nal Journal of Business and Management Invention, 5, 115-125.
Febriyantoro, M. T. (2018). Pemanfaatan digital marketing bagi usaha mikro, kecil dan menengah pada era masyarakat ekonomi ASEAN. Jurnal Riset Manajemen dan Bisnis Dewantara (JMD), 1, 61-76.
Ferdiansyah, M. (2020, 08 15). Jumlah Unduhan Tiktok Kalahkan Facebook Dan Instagram. Diambil kembali dari okezone: Okezone. Com/Read/2020/01/16/207/2153835/Jumlah-Unduhan-Tiktok-Kalahkan-Facebook-Dan-Instagram#:~:Text= Menurut% 20data% 20dari% 20Sensor% 20Tower, Pengguna% 20di% 20dunia% 20pada, 202019.
Forbes, K. (2016). Examining the beauty industry’s use of social influencers. Elon Journal of Undergraduate Research in Communications, 7, 78-87.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.
Grubor, A., & Milovanov, O. (2016). Content Market-ing: Creating, Maintaining, and Enhancing Brand Equity. In 19th Ebes Conference–Istanbul Proceedings CD (Vol. 2).
Guan, C. &. (2021). A note on influencer marketing in social media. International Journal Internet Marketing and Advertising, 15, 123.
Hermanda, A. S. (2019). The effect of social media influencer on brand image, self-concept, and pur-chase intention. Journal of Consumer Sciences, 7, 76-89.
Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of strategic Marketing, 19(7), 555-573.
kemenparekraf. (2021, November 20). Subsektor Ekonomi Kreatif Kuliner. From Kementerian Pariwisata dan Ekonomi Kreatif. https://kemen-parekraf.go.id/layanan/Subsektor-Ekonomi-Kre-atif/Kuliner
Khamis, S. L. (2017). Self-branding, ‘microcelebrity’ and the rise of Social Media Influencers. Celebrity Studies, 2, 191-208.
Li, Y. &. (2021). Influencer marketing: purchase intention and its antecedent. Marketing Intel¬li-gence & Planning, 39, 960-978. doi: https://doi.org/10.1108/MIP-04-2021-0104
Lou, C. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19, 58-73.
Nielsen, C. (2016). Sales Effect Study: Influencer Marketing. TapInfluence.
Osivnik, A., Dobrinic, D., & Gregurec, I. (2020). Influencer impact on engagement, expected value, and purchase intention: A study among Croatian customers. Economic and Social Development: Book of Proceedings, 45-56.
Qiyang, Z., & Jung, H. (2019). Learning and sharing creative skills with short videos: A case study of user behavior in tiktok and bilibili. International association of societies of design research (IASDR), design revolution.
Rahman, Z., Suberamanian & Moghavvemi (2017). The impact of social media engagement metrics on purchase intention: A study on brand fan page followers. In C. Ignatescu, A. Sandu, & T. Ciulei (eds.), Rethinking SocialAction. Core Values in Practice (pp.665-681). Suceava, Romania: LUMEN. Proceedings https://doi.org/10.18662/lumproc.rsacvp2017.6 1
Ramadhan, F.D (2021). Febryan Ramadhan (@febry-anramachan) on TikTok. https://www.tiktok.com/ @febryanramachan/video/7130523554986134811
Sawhney, M. V. (2005). Collaborating to create: The Internet as a platform for customer engagement in product innovation. Journal of Interactive Mmar-keting, 4, 4-17.
Schiffman, L.G., & Kanuk, L.L. (2010). Consumer behaviour (10th ed). New Jersey, Pearson. Prentice Hall.
Srivastava, R. K. (2009). Measuring brand strategy: Can brand equity and brand score be a tool to measure the effectiveness of strategy? Journal of Strategic Marketing, 17, 487-497.
Storbacka, K., Brodie, R. J., Böhmann, T., Maglio, P. P., & Nenonen, S. (2016). Actor engagement as a microfoundation for value co-creation. Journal of Business research, 69(8), 3008-3017.
Sutriono, S. (2008). Analisis pengaruh Word of Mouth Positif yang diterima terhadap minat beli kon-sumen pada penjualan kartu Simpati Telkomsel di kalangan mahasiswa Fisip UI. Jurnal Universitas Indonesia.
Wang, Y. H., & Tsai, C. F. (2014). The Relationship Between Citra merek And Minat beli: Evidence from Award Winning Mutual Funds. The International Journal of Business and Finance Research, 8(2).
Weismueller, J. H. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal, 28, 160-170.
Woods, S. (2016). # Sponsored: The emergence of influencer marketing.
Yane, N. W. A. P. A., & Sharif, O. O. (2021). Pengaruh influencer terhadap engagement, expected value, dan purchase intention: Studi pada pelanggan Tokopedia. eProceedings of Management, 8(4).
